Stories in plastic

As a kid I used to love Tamiya – their models were the coolest, the most detailed and the hardest to make. This set of ads for the Japanese model kit maker par excellence are not only very good because they use the metaphor of the plastic parts frame the kits usually come in, it also plays with the idea that you can create your own reality with your kits.

And above all, they tell stories – the frames act like pages in a comic book, inferring meaning by repeating and juxtaposing shapes.

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